Solve the founder to understand your audience

most recent UKTN Podcast out now. This week’s guest is Sho Sugihara, co – founder and CEO of Pave, a fintech company that helps people improve their credit score.

The London-based company provides a free service that connects to users’ bank accounts to scan for subscriptions and recurring bills. Its app then provides alerts to prompt refunds. It also provides a paid service with extra features, which helps those with a bad credit rating to rebuild their score.

Founded in 2017, Solutions increased to over half a million monthly customers.

During the show, Sugihara tells UKTN Podcast host Mark McDonagh how his time working with NGOs in Brazil helped provide inspiration and lessons for launching Pave – and how it was almost electrified in the shower.

The founder of Pave also recalls the “biggest lesson” he learned from the mentor of a female entrepreneur in Brazil. He also talks about registering as a Deliveroo rider to conduct market research on people who have had difficulty accessing credit.

Sugihara describes this experience as “super cringeworthy” but you are “getting used to it”.

There is a big difference between consumer market research and B2B, and Sugihara examines the biggest contrasts, explaining why the feedback from popular community sources like Monzo did not work for Pave.

From a marketing standpoint, Sugihara discusses creating a successful marketing campaign for TikTok, which includes a video of an employee talking about the Pave app.

“It looked like it was being shot at Nokia – a very low standard of production. But it worked, ”Sugihara said.

Elsewhere on the show, Sugihara shares her thoughts on the booming industry of buying now pay later, and explains how it will benefit people “when used responsibly”.

All of this can be heard and more in the latest episode of UKTN Podcast, and capture all previous episodes here.

Don’t forget to subscribe to the UKTN Podcast on Spotify, Apple Podcasts, or wherever you find your favorite podcasts.

UKTN Podcast is sponsored by Infiniteproviding equity investments of £ 10,000 to £ 5m to founders and companies that are changing the world.

Solve the founder to understand your audience

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